Now here's a good question... AppleTV's eco-system model encourages you to own more than one AppleTV. One in your living room, one in your bedroom, one in your basement perhaps. HD Rentals purchased directly on an AppleTV aren't allowed to sync back to iTunes on your computer. So let's say you rent a movie in the living room and it's getting late so you decide to go to bed and watch the movie from there instead. Will the AppleTV show up as a "Shared Device" on the other AppleTV in your bedroom? If not, it's a lapse on Apple's part since they do encourage you to own more than one AppleTv.